Cummins&Partners Go All Operatic In New Campaign For Alfa Romeo

Cummins&Partners Go All Operatic In New Campaign For Alfa Romeo

Fiat Chrysler Australia and agency Cummins&Partners are set to launch ‘The Performance Piece’ in celebration of Alfa Romeo’s 105th anniversary.

Emma O'Leary
Posted by Emma O'Leary

The performance sees an opera singer effectively sing a lap of a racetrack, replicating the exhaust note of the Alfa, her sheet music – the tachometer of the Giulietta QV TCT.

Ben Couzens, co-executive creative director at Cummins&Partners said, “Sometimes the best concepts are the ones that make you scratch your head and ask, ‘This is cool but is it actually possible?’”

Partner Jim Ingram concludes, “Alfa Romeo has a rich history of racing performance and Italian style. This idea brings those two things together in a way that really does take your senses for a ride. This project represents the epitome of our Alfa Romeo brand platform for Australia, The Romance of Performance.”

Andrew Rovenko, creative technologist explained, “It’s a beautifully simple idea. To execute it, we have used existing technology in a completely new way. Using an on-board diagnostic interface, live data from the tachometer of the car was transmitted via Bluetooth to an application on a phone in the glove box, then the phone’s screen was mirrored via a 4G data connection to a tablet, which was referenced by our opera singer as sheet music.”

Ashlin Moore, senior advertising manager said, “Alfa Romeo has a rich Italian history, pairing it with opera through technology is a perfect fit for one of the world’s most emotive and evolving brands”.

The Performance Piece will roll out as an online content piece supported by TV, digital, PR, point-of-sale and in-dealer events.


Client: Fiat Chrysler Australia

CEO: Pat Dougherty

Director of Marketing and Product Strategy: Zac Loo

Senior Advertising Manager: Ashlin Moore
Senior Marketing Manager Digital and CRM: Stephanie Hegerty

Creative: Cummins&Partners

Executive Creative Director: Jim Ingram
Executive Creative Director: Ben Couzens
Senior Copywriter: Chris Ellis

Senior Art Director: Aaron Lipson

Creative Technologist: Andrew Rovenko

Digital Creative Lead: Sang-wun Kim

Digital Creative: Maurice Moynihan

Producer: Katherine Muir
Group Account Director: Magdalina Triantafyllidis

Planning Director: Theo Erasmus
Senior Account Manager: Nikia Shepherd
Senior Designer: Rowan Hammerton

Graphic Designer: Jacob Redding
Editor: Ed Gurr
Executive Digital Producer: Celia Karl
Creative Content Analyst: Lauren Brumley

Production: Guilty

Director: Christopher Tovo

Executive Producer: Jason Byrne

Producer: Tom Davies

Post Production: Manimal

Senior Editor: Ryan Brett

Producer: Grace Taylor

Sound: Risk Sound

Sound Engineer: Paul Baxter

Producer: Tony Le